Green Bay Packers
Lambeau Field Expansion Study

Enhancing the player and fan experience for one of the most recognizable brands in sports

Green Bay, Wisconsin

The authentic, small-town relationship between the Packers and their fans is one of the things that makes this community-owned professional sports team unique. When the need for an underground parking structure for the players and their coaches, as well as additional space for storage, retail and other revenue generating opportunities, was identified, it came with a major concern. An exclusive parking structure and entrance into Lambeau Field would isolate the players from their most important customers – the community of fans who value the opportunity to get up close and meet the players as they arrive on game day.

Kahler Slater’s solution was to create a player/fan area just outside a 140-car underground parking area. This includes an outside patio for players who want to linger and meet the fans. Additionally, a large Packer Plaza gave corporate and large groups ample space for upscale “tailgating.” And the Packer fan experience was enhanced by a street-to-stadium walkway that would feature statues of the players and relevant information about each one. In addition to the underground parking facility, Packer player experience was also enhanced by a 130-seat team diningroom, a 15,000 square foot turf room and an additional 2,500 square feet of cardio training space. Revenue potential was also enhanced by a expanded retail space and a 13,000 square foot outdoor deck attached to an existing, popular game day restaurant.

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“As the architect for a major renovation of the Lambeau Field Atrium...Kahler Slater was definitely up to the task. I was very impressed with their work and highly recommend them.” Mark Murphy
Green Bay Packers

Recreation & Wellness Portfolio